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NYS BA - Grow Your Practice - Chapter 15 Coaching

1.
CHAPTER FIFTEEN
COACHING
John Rumely

2.
COACHING § 15.0
229
[15.0] I. INTRODUCTION
Coaching—the pre-arranged series of meetings between an attorney
and an advisor—can be one of the more rewarding career experiences for
both parties. As a legal marketing professional, I have had the privilege of
being assigned as a coach to attorneys at all stages of their careers, and I
can say that these engagements have been among my highest-value
accomplishments. Some of my coaching clients have come to me after-
ward to say they found the sessions very rewarding. (Although at times—
particularly during the process itself—I’m sure they felt differently!) This
chapter will serve as a brief description of the coaching process: what to
expect, what to avoid, how to prepare, how to make the most of your time
during the engagement, and how to keep the process alive after the ses-
sions end.
Key takeaways from this chapter:
1. The value of coaching. Readers will understand the value of coaching
and how it can enhance an attorney’s practice, regardless of the size
of the firm or where the attorney is in his or her career.
2. Rationale for coaching. Law firms offer coaching for a variety of rea-
sons. It’s possible the decision to enter into a coaching engagement
might be the result of several factors, but it’s good to identify them
upfront.
3. What coaching is NOT. Coaching can take many formats, depending
on the experience and preferences of the participants. But it’s import-
ant to recognize that coaching has its limitations and there are many
activities that should not be confused with coaching.
4. “Size does NOT matter.” Coaching works in small and large firms
alike. The process and resources available might be different, depend-
ing on the firm size, but coaching can be valuable regardless of the
firm setting.
5. How to commence the process. The success of the coaching engage-
ment depends greatly on a good start, which will set the tone for the
entire process. There are a few simple steps to getting started that will
minimize problems later on.
6. How to keep the process going. Coaching works best when it instills a
set of habits that continue beyond the sessions. There are ways to

3.
§ 15.1 GROW YOUR PRACTICE
230
keep the coaching process alive after the sessions are completed.
[15.1] II. THE VALUE OF COACHING
For an attorney at almost any stage of his or her career, coaching can be
a valuable exercise. As a legal marketing professional, over the last dozen
years I have coached attorneys in many different settings and at all ages.
Here are some of the advantages I see for an attorney to engage a coach.
[15.2] A. Coaching Formalizes the Career Development
Process
Many things are taught in law school, but career development is not
one of them. A formalized and articulated approach to managing one’s
career is not part of the curriculum, which many law schools consider
“trade-related.” The implication is that career management is one of those
things you “learn by doing.” This is not surprising, because most attor-
neys emerging from law school are open to any of several career options.
Likewise, many law firms, large as well as small, prefer to rotate young
attorneys through a number of assignments to see where there is the best
fit—based on skills, personality, and ability to work with any particular
team. Many firms also assign young attorneys to where the work is com-
ing in, regardless of what might be an individual attorney’s long-term
career goals. So in the end, an individual attorney’s goals for his or her
career are considered subordinate to just getting the career itself under-
way (not to mention getting the debts from law school paid off!). Coach-
ing is a way an attorney may take control of his or her career and set it
along a pre-determined direction.
[15.3] B. Coaching Is the Answer to “Career Drift”
Mid-career drift is another problem. After several years in practice, an
attorney may find his or her career moving along a certain path and one
morning look in the mirror and ask, “How did I get here? Was this type of
work what I really wanted to do?” Or, the assignments given by the firm
may have been so diverse that the attorney asks, “Where am I?” There is
no clear direction to what the next step might be. Finding one’s career
going in the wrong direction, or having no direction whatsoever, causes
confusion in terms of how an attorney should direct business development
energies.
• How do I know which industry associations to support?

4.
COACHING § 15.4
231
• Which gathering should I frequent to look for new clients?
• Which trade publications should I read and where should I submit arti-
cles?
Coaching is a way to understand where the drift (or the lack of direc-
tion) came from and can put some direction back into the career.
[15.4] C. Coaching Encourages a Healthy Self-Evaluation
We brush our teeth every day, but that doesn’t mean we don’t need to
go to the dental hygienist for a periodic checkup. Many of us know how to
exercise, but that doesn’t mean we don’t look for a trainer when we go to
the gym. Likewise, engaging a career coach gives attorneys an opportu-
nity to step back and review where they are in their career. In doing so,
attorneys will have the opportunity to reflect on the recent engagements
that “fit right” in terms of long-term interests, personal preferences, and
the type of work best suited to their skills and preferences. The coaching
sessions will focus on those engagements and deconstruct them:
• What made the engagements I’m proud of go well?
• Why was I engaged in these particular matters?
• Where do I find more?
Likewise, the sessions should focus on the engagements that didn’t go
well:
• Was it a matter of personalities?
• Is there something inherent with a particular type of work that just
doesn’t work for me?
• Was it the wrong team?
[15.5] D. Coaching Focuses on the Business Plan
Many law firms require a business plan from every partner, generally
asking for them annually. If the truth be told, these plans are often set
aside and forgotten as soon as they are submitted. In most firms, business
plans are considered a nice idea, but generally not taken seriously, except
maybe for attorneys whose practices have declined and may be under firm
scrutiny. It’s my belief, however, that business plans work when they’re

5.
§ 15.6 GROW YOUR PRACTICE
232
taken seriously. And if you want to take a business plan seriously, get a
coach. Coaching brings the business plan into focus so it’s front and cen-
ter, and it provides a basis for ongoing discussions and periodic updating.
[15.6] III. RATIONALE FOR COACHING
There are many ways to justify the time and expense involved with a
coaching engagement. Here are the ones that I find most compelling.
[15.7] A. Coaching Builds on Successes
Coaching sessions provide the opportunity for an attorney to select
what was successful in the recent past and ask the important questions:
• How did I get this work?
• If it came from a referral, did I thank the source or somehow acknowl-
edge my gratitude? How do I pay back the referral?
• What did I like about the engagement? What did I hear from the client
about my work? Is there more where that came from?
[15.8] B. Turnaround in a Career That Has Stalled
Let’s face it: all attorneys have occasional lulls in their work—slow
periods between major engagements that might occur for any of the fol-
lowing reasons:
1. Major engagement just finished. Marketing professionals always
advise attorneys that “the best time to market is when you’re busy”—
advice that’s not so easy to follow, of course. For those attorneys who
can’t or won’t focus on the pipeline, there is often a lull after a major
engagement. This is particularly true for litigators, who become com-
pletely absorbed in the matter in hand: “Winning today is everything;
tomorrow will take care of itself.” When tomorrow comes, as it inevi-
tably will, the litigator has to start all over again.
2. Major client went away. It’s a fact of life—all good things come to an
end. There are plenty of reasons we lose clients, and most of them
aren’t good reasons. But we do lose them. And when we do, we have
to regroup, examine where we are, and look for new business oppor-
tunities. This is precisely when coaching can be most valuable.
Coaching is forward-focused and forces the attorney to forget the lost
client and create new ones, or grow the existing ones.

6.
COACHING § 15.9
233
[15.9] C. Mid-Career Adjustment
Many attorneys embrace coaching as a way simply to review where
they are and compare (or contrast) that with where they want to go.
Coaching is a “time out” in the career-building process which is reflec-
tive, analytical, critical, and ultimately forward-looking.
[15.10] D. Preparation of Senior Associates for Partnership
Many law firms—large or small—begin working with promising
senior associates two or three years before their expected induction to
partnership by introducing them to the process of pursuing their own cli-
ents and growing the relationships of clients they’ve inherited. Coaching
is ideal for these candidates.
[15.11] E. Integration of Lateral Hires
When a firm brings over an attorney from another firm, or hires an
attorney from “in-house,” coaching is ideal in terms of integrating the new
attorney into the firm and accelerating the integration process.
[15.12] IV. WHAT COACHING IS NOT
I’ve been called into coaching situations where I’ve immediately real-
ized “this isn’t going to go anywhere.” There are plenty of misconceptions
surrounding coaching and it’s best to get them out in the open before an
engagement gets under way. Here are examples where coaching is not
applicable.
[15.13] A. Coaching Is Not Mentoring
Many firms, large or small, have a formal mentoring program—where
experienced attorneys work with junior associates to “show them the
ropes” and guide their career development. This is laudable and, when
done well, is a hallmark of an excellent firm. But mentoring is not coach-
ing. Mentoring focuses on the “big picture” questions: “Do you like prac-
ticing law within a firm, or would you prefer to go in-house? Are you
maintaining a healthy career-life balance? Are you running into any ethi-
cal dilemmas?” Coaching is more focused on the tactical: “Whom do you
know who might be able to utilize my services? How do I grow my prac-
tice? How do I expand into new areas to develop more business for the
firm?”

7.
§ 15.14 GROW YOUR PRACTICE
234
[15.14] B. Coaching Is Not Training
When we think of training, we are usually dealing with an agenda that
is predetermined and coursework or particular exercises that have been set
in advance. Training is often mandated and required for certain certifica-
tions or to master some new skill. Also, training is generally not interac-
tive and usually does not involve feedback from the attorney. Coaching,
on the other hand, is open-ended in terms of what might be covered, and
the attorney usually sets the goals. Coaching ideally should be voluntary
(or offered as a reward to promising attorneys). Coaching is attorney-
focused and enables the attorney to build on his or her capabilities. Most
important, coaching (unlike most training) should be interactive—provid-
ing plenty of opportunity for feedback and mid-course corrections in
where the sessions go next.
[15.15] C. Coaching Is Not Part of the Formal Evaluation
Process
Most firms conduct some form of evaluation each year where attorneys
are reviewed (and compensated, presumably) based on a number of crite-
ria: fee revenues from existing clients, new business generated, new cli-
ents introduced to the firm, pro bono activities, office support, and overall
contributions to the good of the firm. Attorneys are often asked to gener-
ate a business plan at the beginning of the year and this plan might be the
starting point for the evaluation: Did it accurately lay out the year’s activ-
ities? Coaching should not be part of the evaluation process, but coaching
might be a consequence of the evaluation process. In other words after an
evaluation is completed, one of the recommendations might be coaching
(as a reward, hopefully—not a remediation).
[15.16] D. Coaching Is Not Marriage Counseling
Coaching typically does not involve aspects of an attorney’s life
beyond the office, unless those activities somehow impinge on the attor-
ney’s practice. If there is a sense that problems at home (as a result of long
hours in the office, frequent travel, or general stress) are straining a rela-
tionship with a spouse or others at home, the coach should refer these
problems to a professionally trained counselor and not try to handle them
within the confines of the coaching relationship. If necessary, put the
coaching on hold until these other issues are addressed. If they are not
addressed, it’s more than likely to negatively affect the success of the
coaching relationship.

8.
COACHING § 15.17
235
[15.17] E. Coaching Does Not Address Personal Problems
Likewise, problems that affect performance such as drinking or sub-
stance abuse, obsessive and compulsive behaviors, or disruptive personal-
ity traits such as outbursts of anger, depression, or extreme anxieties,
ought not to be tackled by the coach, except to identify them and refer the
attorney to a qualified counselor. Again, if these traits are distracting
enough to affect the coaching engagements, sessions ought to be post-
poned until there is sufficient evidence they have been addressed.
[15.18] F. Coaching Is Not Easy—It’s Going to Be Hard
Making changes in one’s habits and patterns—particularly forming
new habits—can be very difficult. That’s why we don’t try to do it alone.
A coach is there to remind us of our promises, discourage old ways of
addressing problems, reinforce new patterns, and cheer us on when we
succeed.
[15.19] V. THE SIZE OF THE FIRM DOES NOT
MATTER
Whether the coaching takes place within a large firm with hundreds of
attorneys, or in a small partnership with only a few partners, the basics are
the same.
[15.20] A. Coaching in a Large Firm
Larger firms have a certain amount of flexibility in how they promote
and support a coaching program. Many firms maintain a list of pre-
approved consultants and assign them to the attorneys they want to take
part in a coaching program. Other firms hire coaches and keep them on
staff, either reporting to human relations or the marketing department.
Some firms put their business development professionals through a train-
ing program. In such a program, the trainees are typically given an intro-
duction to the value of coaching, taught how to initiate sessions, and then
are usually put through role-playing exercises that simulate a real coach-
ing engagement.
The advantages of utilizing outside consultants are several:
1. The coach’s role is clearly defined and there is no confusion on the
part of the attorney as to why the coach is there—coaching is all this
person does for the firm and for the attorney.

9.
§ 15.21 GROW YOUR PRACTICE
236
2. The coach, as an outsider, can provide the anonymity and discretion
that many attorneys would require as a condition to entering into such
an engagement.
3. The coach should have few distractions in terms of day-to-day dead-
lines.
4. The attorney can expect honest feedback from the coach. An outsider
is less concerned with office politics and treating the attorney like a
“boss.”
The advantages of utilizing in-house staff as coaches are several:
1. The coach knows the firm and its resources and knows what is realis-
tic in terms of what the firm and marketing team can deliver by way
of support to the attorney.
2. The coach knows other attorneys within the firm who might be help-
ful as allies in the coaching process and development of business.
3. The coach is more accessible and can be called on at a moment’s
notice when an occasion arises to execute on a business opportunity.
A coach can drop by the attorney’s office on a regular basis to assess
and provide positive feedback and to ask and answer additional ques-
tions.
4. The coach, familiar with others among the firm’s marketing team, can
keep abreast of what’s working with other attorneys who are in
coaching engagements.
[15.21] B. Coaching in a Small-Firm Setting
Small firms (which we shall define as having fewer than 50 attorneys)
encourage coaching for the same reasons as large firms. However, it’s rare
that a small firm can afford a coach on staff. In such a situation, the coach-
ing is generally conducted by an outside consultant, but may also involve
peer-to-peer consulting.
[15.22] C. Coaching Can Be Done by Peers
Regardless of the size of the firm, the coaching role can be assumed by
other attorneys who are properly prepared and are willing to make the
commitment. This might be the solution for some attorneys who simply

10.
COACHING § 15.23
237
insist on coaching by someone of similar rank, or don’t trust the process
to “outsiders” or non-attorney staff.
[15.23] VI. HOW TO COMMENCE THE PROCESS—
GETTING STARTED
How the coaching engagement is commenced has a great influence on
the sessions’ eventual success. Here are some things to keep in mind:
[15.24] A. The Coach Must Be Trained and Qualified
Coaching involves special skills and temperament. It doesn’t require a
law degree or an advanced degree in psychology, but a coach ought to
undergo a formal training process, where many of the principles discussed
in this chapter are reviewed, digested, and (hopefully) integrated into the
process. Having a poorly trained coach, or one with bad intentions, is
worse than no coaching at all. Fortunately, there are plenty of consultants
who can “coach the coach” in terms of advising someone in a firm who
aspires to be a coach.
[15.25] B. Choice of the Coach
Beyond being properly trained and qualified, the coach must be trusted
by the attorney. Ideally the relationship between the attorney and coach
will be built on trust and confidence. If the coach is selected from the
business development staff, he or she should have some level of familiar-
ity with the attorney. If an outside coach is to be utilized, this relationship
will have to be established at the outset; it is a prerequisite for a successful
engagement.
[15.26] C. Agreed-Upon Principles
When discussing whether to proceed with a coaching relationship, the
attorney and coach ought to agree on several important points:
1. Both participants agree to commit the time for this effort. This will
not be easy, as most attorneys probably feel they “give 110%” to their
practices. So coaching might seem to be above and beyond what is
normally asked by the firm. Ideally, both parties will agree upon the
number of sessions, frequency, and what might be required in terms
of the commitment of extra time.

11.
§ 15.27 GROW YOUR PRACTICE
238
2. Normally, attorneys are expected to “know everything” about a mat-
ter or case, and they’re good at being cautious and defensive when
embarking on something new. For those who think “I’ll never be
good at business development,” the coach ought to reassure them that
such skills can be learned. The attorney must be willing to trust the
coach as more experienced in business development and, therefore, to
take the coach’s advice. This also involves trusting the coach to sug-
gest new ideas and approaches.
3. Both parties must be willing to follow up on agreed-upon activities in
a timely manner. If the attorney needs research or background infor-
mation on an idea, will the coach see that these are delivered? If the
attorney agreed to make phone calls to prospects or set up a meeting,
will those calls be made?
4. The attorney should be willing to recognize that this is for his or her
benefit and therefore should take ownership of the goals, embrace the
process, and commit the energy to ensure it moves forward.
[15.27] D. Assess the Attorney’s Position in the Firm
“One size does not fit all” definitely applies to coaching. A good coach
will adapt the sessions to the attorney’s level of experience and rank
within the firm. A more senior attorney should be focusing on long-estab-
lished relationships among existing clients and building on past accom-
plishments. Coaching sessions with a younger attorney, on the other hand,
might be more free-wheeling in terms of where to look for new business.
A lateral hire newly arrived at the firm might require a whole different set
of priorities, depending on age and experience. In fact, many firms assign
a coach to lateral hires for this very purpose.
[15.28] E. Set the Schedule
When setting the frequency and timing of the sessions, a sports analogy
might be useful: coaching shouldn’t be a marathon, but it definitely
shouldn’t be a sprint either. Maybe it’s best to think of coaching as an aer-
obic exercise—one geared to the attorney’s rhythm and weekly patterns.
Here are some suggestions on scheduling:
1. Agree on number of sessions. There are plenty of opinions on this
subject. Some say five sessions are all you need to schedule. Some
say many more—15, 20. I personally believe 10 sessions are enough
to know how it’s going. After 10 sessions, ideally the bad habits have

12.
COACHING § 15.29
239
been banished, the new habits are taking over, and enough time has
lapsed to measure progress.
2. Agree on the frequency and dates. If both sides are serious, there
ought to be specific dates set on the calendar during session #1. Some
coaching engagements agree on weekly meetings. Others think bi-
weekly meetings provide enough time between sessions to actually
get the to-do lists done. Somewhere between weekly and bi-weekly
ought to be where it’s settled. Monthly meetings are simply too infre-
quent, in my opinion.
3. Schedule can vary. Both parties should be realistic and not kill them-
selves just to keep to the schedule. If the attorney is bogged down on
a particular day, the session can be postponed until later in the week.
The parties should be honest with each other—session #3 ought to
take place as session #3 (and not just slide into session #4). Both par-
ties should know where they are in terms of the number of sessions
lapsed and the number yet to come.
[15.29] F. Location, Location, Location
There are many considerations when deciding where to hold the ses-
sions. Most attorneys would naturally expect to hold them in their office,
with the attorney behind the desk, as usual, and the coach sitting in the
visitor’s chair. This is logical, because the attorney may want to refer to
items in the files or on the computer. But the problem with this choice is
obvious: it reinforces the attorney’s previous way of doing business,
which might need to change. The attorney’s phone is nearby, which raises
the chance of “Oh, I’ve got to take this call,” interrupting the sessions.
And it also places the attorney “in charge” in terms of power in the coach-
ing relationship.
Coaching is about change, and the sessions should be a team effort and
collegial. Therefore, it’s best to reject any setting that reinforces old ways
of doing things, or does not imply equality between the attorney and
coach in the context of the coaching relationship. If doing the sessions in
the attorney’s office reinforces the “I’m in charge” position that most
attorneys prefer to have, then change the location. There may be times
when it’s most efficient to work within the attorney’s office for the rea-
sons mentioned above, but this should be acknowledged and should not
apply to all of the sessions. Instead, move them around—to a neutral set-
ting like a conference room or, as discussed below, over lunch at a restau-
rant.

13.
§ 15.30 GROW YOUR PRACTICE
240
[15.30] G. Agree on Goals and Objectives
One of the key components of a good beginning is agreeing to goals
and objectives. Here are some suggestions:
1. Keep it simple and doable. The attorney ought to have control of the
to-do list, which should focus on a set of goals that are realistic,
objectives that support the goals, and specific tasks that can be
achieved. The coach will know whether this list represents progress
and potential new business, or the attorney is just going through the
motions.
2. Stick to the business plan. If the attorney has a business plan, it ought
to serve as a starting point for the discussion. Session #1 might
include rewriting the plan completely, if that’s what ought to be done.
But the business plan ought to be the backdrop for the sessions. If the
attorney does not have a business plan, one ought to be developed at
the outset. In terms of writing a business plan, there is no “right” way
of doing it. Some are just simple lists of clients and prospects with
suggested tactics for building more business with each. Others can be
quite elaborate, and read more like briefs—in-depth descriptions of
all of the attorney’s important relationships (business and personal).
Regardless of the style and format, keep in mind that the business
plan is just that—a plan. It’s similar to a blueprint, which no one
would confuse with an actual building. Coaching sessions focus on
execution of the business plan, and should therefore not get bogged
down in excessive rewriting of the plans themselves.
[15.31] H. Ground Rules
There are several key points that ought to be explicitly mentioned, dis-
cussed, and agreed upon:
1. Confidentiality. This is a tricky subject. Many attorneys will insist on
complete confidentiality, and they have a right in doing so. On the
other hand, coaches, whether they’re from the outside or they are in-
house staff, are paid by the firm. Many practice group leaders or man-
aging partners want to keep track of how the process is going and
might want progress reports. For some attorneys, having the group
leader know of the session progress would be fine. For others, maybe
not. This has to be worked out between the attorney and coach.

14.
COACHING § 15.32
241
2. Is there a budget? Coaching costs the firm money, period. If it’s an
outside coach, there are fees associated with the contract that can
amount to several thousand dollars. If the coach is from business
development staff, there are commitments of resources and salary
expenses implicated by the engagement. Either way, the firm has
expended resources and this should be acknowledged. In addition,
there ought to be a budget committed to the coaching engagement
that can be used for reasonable expenses associated with executing
the business plan, such as client/prospect entertainment, conference
registration fees, subscription fees, travel expenses, etc. Some (or
maybe all) of these funds could come from the attorney as a show of
good faith in the process. Regardless of where the funds come from,
however, there ought to be an acknowledgment that “it takes money
to make money.” Best to raise this question with the firm before the
sessions begin and put this on the agenda for session #1.
3. Is there a termination clause? Any attorney who writes up a contract
knows there are termination clauses. It may be a very simple reason:
“We agreed on 10 sessions; we made real progress in 10 sessions;
now it’s time to move on.” Sometimes the work schedules simply
become overwhelming. And sometimes it’s simply chemistry—the
style of the coach does not fit the attorney’s expectations. Regardless
of the reasons, there ought to be an explicit agreement that coaching
is not “going through the motions” of just another office obligation. If
it’s not working, do something else with your time.
[15.32] I. Make It Fun
Coaching sessions can be stressful. Let’s face it: reflecting on one’s
professional career and work habits isn’t easy. Oftentimes the sessions
might take on the onus of a chore. Ideally, they should be welcomed by
both parties as a project that could be fun and creative. So don’t get
bogged down looking at coaching as yet another “assignment.” Sure, there
will be homework involved, but it’s extra credit homework. Remember
getting extra credit assignments in school? They were considered a privi-
lege or an opportunity to get a better grade, weren’t they? Same thing with
coaching.
1. “Let’s do lunch.” Arrange a few (or maybe all) of the sessions so they
include lunch—whether brown-bag or at a nearby bistro. Breaking
bread and strategizing go well together. In fact, lunches can serve as
“dress rehearsals” for sessions with clients. As a coach, imagine
looking across the table and asking your coaching client: “So, tell me

15.
§ 15.33 GROW YOUR PRACTICE
242
about your practice.” I have done this with many attorneys with great
success. Most attorneys think they have their elevator speech down
pat. Try it with the coach.
2. Snacks. Maybe there isn’t money for lunch with every session. So
bring snacks—even if it’s coffee. Just make sure the term “coaching”
is associated with “fun.” There have been times when an attorney I
coached came to me afterward and said, “I miss our sessions—I asso-
ciate them with those cookies you used to bring!”
[15.33] VII. HOW TO KEEP THE PROCESS GOING
Coaching is about change: we introduce new habits; we discourage old
habits that we agree are dysfunctional; and we impose fresh perspectives
on the attorney’s practice. Once the sessions are complete, there are ways
to keep bad habits from creeping back in.
[15.34] A. Working the Business Plan
One of the important things to keep in mind about coaching is the ses-
sions should be “action-oriented.” Having a business plan or a to-do list
every week is essential. So have it handy and refer to it throughout the
week. The attorney should break down the tasks into what is going to be
accomplished and checked off today. If progress isn’t being made on the
plan or the list by session #2, it is important for the coach to offer to call
or stop by the attorney’s office between sessions just to check up:
• Did you make that call today we agreed on?
• Did you compile that list of contacts you promised?
• Did you review your old proposals for that list of deals you want to
highlight?
[15.35] B. Follow Up
After each session, the coach ought to send a quick email to the attor-
ney reflecting on the meeting—noting who promised to do what task, the
deadlines, and the schedule for the next meeting. By session #5, the attor-
ney ought to be generating these to-do lists, not the coach.

16.
COACHING § 15.36
243
[15.36] C. Monitor and Reflect on the Progress
It’s important for both parties—the attorney and the coach—to be frank
with each other and ask: “Is this working?” Maybe not at the second ses-
sion, or the third or fourth, but at one point, it’s important to reflect on
how it’s going and whether the sessions are worth the effort and time. If
not, why not? Who’s not doing their part? Are the plans you’re working
on not appropriate? The coach might ask: “Am I pushing too hard?”
Whatever the reasons, get them out on the table and discuss them. It’s
unlikely they’re insurmountable. If both parties feel the process is valu-
able, then make whatever changes are necessary and continue. Experi-
ment and adopt new ideas. Keep moving and keep meeting!
[15.37] D. Stay in Touch
Many of the plans put into motion during coaching sessions may take
months to play out. The sessions themselves may only spread over two or
three months, so a periodic check-up might very well be in order. The
promise of a check-up will keep a little pressure on the attorney not to let
the process die. A check-in will allow the coach an opportunity for a
“post-mortem” on the sessions. Coaches need to learn, too, and reflecting
on the sessions may provide them with some insights on the coaching
technique used. What worked and what didn’t? In other words, the coach-
ing and learning goes both ways.
[15.38] E. No Excuses
We said at the outset of this chapter that change is not easy. Imposing
new patterns on how an attorney conducts business can be one of the most
difficult things to do. Just like when you’re working with a coach at the
gym, it’s okay to complain, grunt and plead “enough!” But don’t give up.
Work through the assignments; engage in the process; and put in the
effort. You’ll see changes.